The way people interpret our frames is influenced by a series of biases, which are ways that the messages we sent get distorted when they reach our targets.

In this lesson we have learnt about:

• Conformity effect
• Bias of concern
• Status-quo bias
• Bias of association

But there are many more biases, some of them very context and culture specific, other more universal. Research into social psychology is needed to unpack them as these biases affect the way our messages are received. As such it is crucial that we know how to use them to our advantage.

We are now moving to the last, but not least (and certainly not least fun!) of the lessons in this overview on Campaigns Communication. Here, we will explore a certain number of key communications tactics that will drive your audience the way you planned.